Successfully reported this slideshow.
Your SlideShare is downloading. ×

Writing for the Web

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Upcoming SlideShare
Cmsd
Cmsd
Loading in …3
×

Check these out next

1 of 53 Ad

Writing for the Web

Ever get the feeling that nobody is reading your library’s website? Trust your gut on this one; unfortunately, this is the case for much of the content posted on library sites. Learn how to make your content not only attractive, but also palatable to today’s online reader. Some simple guidelines will make all the difference.

Ever get the feeling that nobody is reading your library’s website? Trust your gut on this one; unfortunately, this is the case for much of the content posted on library sites. Learn how to make your content not only attractive, but also palatable to today’s online reader. Some simple guidelines will make all the difference.

Advertisement
Advertisement

More Related Content

Viewers also liked (17)

Similar to Writing for the Web (20)

Advertisement

More from Laura Solomon (20)

Recently uploaded (20)

Advertisement

Writing for the Web

  1. 1. Laura Solomon Library Services Manager Writing for OPLIN laura@oplin.org the Web (A.K.A. “Trying to get people to give a darn”)
  2. 2. You can: • Keep their attention • Not turn them off • Write more convincingly
  3. 3. From Aaron Schmidt, walkingpaper.org
  4. 4. L E N GT H
  5. 5. On average, web users read almost 100% of a page’s content only if it is 25 words or less.
  6. 6. Krug’s Third Law of Usability
  7. 7. http://mrs.oshimbo.com/2010/10/10thingsidontlike.html
  8. 8. “…bullets are like flashing Christmas lights”
  9. 9. LESS NOISE
  10. 10. MORE PROMINENCE
  11. 11. Less Page Length
  12. 12. http://www.yourlibrary.org/node/11452? ddbox00=429&ddbox01=464&x=73&y=13 http://www.yourlibrary.org/reference
  13. 13. QUALITY
  14. 14. PLEASE STOP SCREAMING AT ME. Please?
  15. 15. Harry Potter Party at the Main Library Thursday, July 14, at 3 p.m.!!!!!!!!
  16. 16. Click here
  17. 17. Click here to access your account Access your account
  18. 18. http://www.scribendi.com/advice/the_correct_use_of_acronyms.en.html
  19. 19. Don’t bury the lead • “Mitt Romney, the presumptive Republican presidential nominee, wouldn’t say Sunday whether he’d repeal President Barack Obama’s decision to stop deporting certain young illegal immigrants. “ • “In an interview, Romney would say only that his administration would seek longer-term solutions to the problem of illegal immigration, and that Obama’s new directive, announced Friday, was temporary fix. “
  20. 20. • 84% are more likely to trust you • 60% + are more likely to be interested in what you are selling/saying
  21. 21. Content Write in the should not active be written by voice. passive- voiced staff members.
  22. 22. Selling your content
  23. 23. HOW or WHY and BENEFIT =WIN * * ($how||$why)+$benefit=$win
  24. 24. Learn more about the library’s research databases
  25. 25. How to make your research faster & more productive
  26. 26. Feature Benefit Experience
  27. 27. • Feature: New database • Benefit: Higher quality information • Experience: Blow away your teachers or professors. Credible, professional sources add information to your research not available via Google and make you look like a more committed student .
  28. 28. WHY?
  29. 29. Where’s your CTA?
  30. 30. Four kinds of CTAs • Place an order; • Enroll, subscribe, enter; • Get a quote; • Learn more.
  31. 31. Make ‘em stronger!
  32. 32. “The goal of the copy is to connect with the reader, and guide them towards an action. “ Peep Laja, owner of Markitekt.com
  33. 33. Making headlines
  34. 34. Headlines do 3 things
  35. 35. 1. Communicate importance
  36. 36. 2. Succinctly convey story essence MAN BITES DOG, DOG THREATENS LAWSUIT
  37. 37. 3. Grab attention
  38. 38. Write the headline FIRST
  39. 39. Include location Branch gets new checkout machine versus Belpre branch library gets new checkout machine
  40. 40. Think keywords Local man wins summer reading contest versus Belpre man wins stuffed monkey in library’s 2012 summer reading contest
  41. 41. Why do list posts work? “If there’s one thing that turns online readers off, it is the 17-line, multi-idea, complex paragraph” Chris Lake, eConsultancy, Digital Marketers United
  42. 42. Practice
  43. 43. Rewrite this! A patron must have a library card in good standing to use the public computers managed by the Library’s reservation software.
  44. 44. (Absolutely shameless plug)
  45. 45. http://www.twitter.com/laurasolomon http://www.facebook.com/laurasolomon http://www.linkedin.com/in/laurasolomon laura@oplin.org http://www.meanlaura.com http://www.slideshare.net/laurasolomon Thank you!

Editor's Notes

  • “ Get rid of half the words on each page, then get rid of half of what's left."
  • Less scrolling
  • No all-caps
  • No exclamation points
  • No “click here”
  • Keep it conversational
  • Write in the active voice

×